But in contrast of other face turns of Sheamus, Randy Orton and Punk, they're actually using his heel attributes as a unique way to turn him. Just watched SD and it seemed like they're giving him a storyline in which everyone dislikes him in the roster, quite like the storyline when Hardy returned after fucking his title match with Sting in TNA.

yeah, they did that for everyone. For Sheamus they made a storyline about his anger issues, they tried to show him 'improve' his anger issues. Similar thing with Orton. For Punk he just started getting face reactions so they were forced to turn him face. Miz, they're doing the 'everyone hates him' face turn, where he has to get on people's good side. The thing is, at the end of the storyline, when they do turn fully face, WWE makes them all the typical good-guy faces. They need to keep the heel characteristics that they got over for in the first place, at least some of them.